Andrew Maclean on the US market
Editorial for Gaming America: Andrew Maclean on the US market
September 29, 2021

Pariplay’s VP of Sales talks about trends, specifics and potential of the US igaming market


As seen on Gaming America – Sept/Oct 2021

We learn from Pariplay sales director Andrew Maclean about how the supplier is applying its foundation of success in Europe, as well as its ability to be agile, to the potential that’s revealing itself in the US.

The US market is currently the focus of much of the industry and rightly so. With more states regulating online sports betting and gaming after the US Supreme Court struck down PASPA in 2018, the market offers an unprecedented opportunity for both local and global suppliers and operators.

Like many other suppliers, Pariplay decided to explore opportunities across the Pond. As with any new market entry, it’s vital to first do your due diligence and research customer demographics and player preferences to hit the ground running. As a supplier with experience from mostly European markets, this was more important than ever so we could adapt our content to better suit local audiences and swiftly carve out market share.

We prepared and closely followed developments in states such as New Jersey that have seen solid growth since opening in 2018. We’re currently implementing our business strategy for the region and have applied for licences in several states and established fruitful relationships with local partners. Our hard work has paid off and we’ve announced several deals with operators and platform providers and have taken our content live in New Jersey with more states to follow.

Localisation is increasingly becoming more important for the industry as it can’t be taken for granted that games that have been successful in one jurisdiction will appeal to audiences in another. So we’re working closely with local partners to tailor our game concepts and features to better suit specific preferences and needs. We’ve also expanded our proprietary portfolio with a suit of games specifically created for US audiences and will continue to focus on localising our content.

As a fully data-driven supplier, we research every game we launch via our data and business intelligence system to understand how it performs and what we can learn to improve in the future. From our experience in the Garden State, we’ve already seen some trends and preferences we’ll use to further perfect our US offering.

By the end of the year, we project to have 60 titles available to US operators. Our comprehensive portfolio offers a great mix of classic fruit slots and innovative titles suitable for all player types. We’ve also built a solution that allows our games to be embedded seamlessly into iOS native applications, complying with Apple’s guidelines on HTML5 games.

In addition to our games library, we offer our Fusion aggregation platform to operators that hosts content from over 60 of the world’s most sought-after studios, as well as unique and exclusive games from up-and-coming suppliers.

Fusion also comes with powerful marketing retention tools like bonuses, tournaments, free spins, jackpots and more. These kinds of tools have been proven to boost acquisition, retention and engagement rates, and have become invaluable for any operator wanting to stand out from the crowd.

Integrations into the Fusion platform require minimum effort from customers and partners, and with each US state implementing its own rules and regulations, we’re prepared to be flexible to ensure our product complies with local obligations and adapts to regulator, operator and game provider requirements.

We’re also taking our expertise as a European supplier to support US land-based suppliers and operators in launching online for the first time. So we have ambitious plans for the US market and will soon enter West Virginia, Michigan and Pennsylvania, and closely follow developments in key emerging states such as New York, Florida and California.

We expect the US market to continue to grow and we’re excited as an early mover in the market. And as the market matures, we’ll be agile and quick to respond to market trends to ensure we provide maximum value to our partners.